| Author | Thakur, Devashis |
| Call Number | AIT RSPR no.SM-04-53 |
| Subject(s) | Biomass energy industries
Marketing--Management
|
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-04-53 |
| Abstract | Biomass is one of the most important sources ofrenewable energy in Thailand and rest of
the South East Asia since fuel wood is still the dominant source of energy in almost 50
percent of the region. Industries that rely on biomass as energy source are brick
production, tobacco, lime production, smoking of rnbber sheet and fish mill production.
The share of biomass in the Total Primary Energy Supply of the ten ASEAN Member
Countries in 1998 was about 40 percent with Thailand's individual share being about
17%.
With rising energy demand in Thailand where prima1y energy demand during 2006-2010
is forecasted to increase at an average rate of 4.6%, increasing importance given to
Alternative Energy and a gradually liberalizing energy market, opportunities for small
players in power production through alternative means like biomass are opening up.
Hence it is has been interesting to study the changing nature of this industry and
cogeneration market in particular as cogeneration is a very attractive option in terms of
energy production in a very efficient way using non fossil fuel.
Traditionally in this market the European companies have enjoyed a premium place for
their proven technology and quality products. But recently, competition in this market has
been complicated by the advent of many other players from EU, Japan and other Asian
countries like China and India etc. Meanwhile many companies from traditionally
developed countries are willing to make foray into this market because of gradual
saturation of their home market and liberalization of the energy sector of the developing
countries. In this complex dynamics, the case of a successful European company willing
to make an entry into ASEAN region has been taken up for the research.
To devise a foreign market entry strategy, a very careful analysis is needed of the external
environment of the target country and the industry and a thorough study and critical
internal examination of the company in terms of its resources & capabilities is mandato1y
so that its core competency can be identified and a strategy can be formulated to compete
in a sustainable basis in the countty where it aims to enter and operate.
It has been identified that to enter and operate in the Thai and ASEAN market, the
European company, Standard Biomass Service S.L. should rely on its core competency of
Technology and should enter the market through strategic alliance route considering its
limited resources in terms of finance and manpower and also the fact that it has got very
little international business operation experience so far. The design of the strategic
alliance has been done and an implementation process of the entry strategy have been
developed and suggested to the company as an outcome of this research.
|
| Year | 2004 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-04-53 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Johri, L.M.; |
| Examination Committee(s) | Amoussou-Guenou, Roland ;Lacrosse, Ludovic; |
| Scholarship Donor(s) | AIT Fellowship; |
| Degree | Research Studies Project Report (M. Sc.) - Asian Institute of Technology, 2004 |
